Social Media in a Corporate Context 2010 - Ben Lloyd, Echo Research

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Digital democracy - It’s not just television debates and the rise of the LibDems that has made this election different. The extent to which social media has played a part in campaigning can be debated, but there can be no denying that the landscape is very different from 2005. Echo Research will be sharing some major new research on influence, media consumption habits and how the three main parties are fairing in the social media space.

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  • Conservatives have had the greater coverage in total Far more balanced profile across all three following the first leaders’ debate Social media has been tracking along fairly steadily
  • Where one of the parties and on of the issues was mentioned So what has the coverage been about? Chart shows share of voice Tories securing nearly half of all coverage across the board – but we know that it’s a net negative score LibDems coverage has been focused on immigration – followed by education and security Labour primary focus on heath and economy and least on immigration
  • Slightly different picture emerges when you look at the favourability of the coverage - Tory both most positive and negative – dividing opinion net -10% Liberal Democrats only party to have a net positive score – net +7% Labour – net -20%
  • TV leading the way on 85% Newspapers 60% Internet 48% Social media 32% - 37% more respondents will be using the TV than the internet and 53% more respondents will be using the TV than social media
  • Trust tells a slightly different story - Traditional media leading across the board - Internet only gets 8% - Social media only 1% - on a par with talking to people in the pub
  • When you apply influence and trust factor of TV to the leaders you see a clearer picture Gordon Brown suffers on both ends – not seen as a media friendly figure. Net -14% David Cameron again divides opinion – style versus substance. Net -3% Nick Clegg gets a clear boost – linked to the TV debates and favourable coverage of his performance. Net +21%
  • Online up by – 17% TV up by – 17% Newspapers up by – 8% Radio – 7%
  • Social media discussion appear to be more inline with voters issues. Online discussion lead by voters rather than parties?? So is online content more relevant?
  • When you compare media profiles for all three parties – Conservatives are leading in both but have a stronger online profile in social media. Have Conservatives put social media to best use of all three major parties?
  • What was the question? Facebook mentions of all three parties leapt up mid-March and into April. Facebook being mobilised by all three to communicate with those who favour social media
  • Social Media in a Corporate Context 2010 - Ben Lloyd, Echo Research

    1. 1. © echo
    2. 2. © echo
    3. 3. Echo Research UK 2010 General Election Ben Lloyd © echo
    4. 4. Echo’s research aims to link <ul><li>Traditional , online and social media profiles of three main parties </li></ul><ul><li>Influence and role media has to play </li></ul><ul><li>Electorate’s use of media as a during the election </li></ul><ul><li>Issues of most importance to them </li></ul><ul><li>Likelihood to vote </li></ul>© echo
    5. 5. 1 About Echo Research © echo
    6. 6. About Echo Research Echo has supported 500 world-class clients: Winner of 70 Industry Awards, including Platinums & Golds for Integrated Research All Echo research complies with the MRS Code of Conduct, ESOMAR, CASRO & ISO 9001:2008 20-year track record in communication and reputation research globally - media content analysis, stakeholder evaluation and reputation measurement Offices in London, Paris, New York, Singapore Members of UN Global Compact 50 staff + 150 analysts
    7. 7. From Output to Outcome © echo THE ORGANISATION values, objectives, strategies ACTIVITIES messages sent by the organisation OUTPUT messages received by audience media analysis market research OUTCOME Audience choices / behaviors Advocacy / 3rd party endorsement Recruitment / retention Brand Equity/Brand Share Regulation Valuation THE AUDIENCE Values & expectations Driver Analysis OUTTAKE / IMPACT audience perceptions Market research
    8. 8. Publicity-based Research © echo © echo Echo shows IT plays major role in corporate ‘green’ initiatives
    9. 9. Thought Leadership <ul><ul><li>Echo Chambers (London, NY, Paris), Annual Echo Summit </li></ul></ul><ul><ul><li>White Papers (Web 2.0, Communications Research Wiki) </li></ul></ul><ul><ul><li>Published articles & Books: </li></ul></ul><ul><ul><ul><li>The Application of Best Practices in Public Relations Measurement and Evaluation Systems” Public Relations Journal Volume 1 Number 1 October 2007 </li></ul></ul></ul><ul><ul><ul><li>“ Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments” Public Relations Journal </li></ul></ul></ul><ul><ul><ul><li>Global CSR series –2010 with UNGC & IBLF </li></ul></ul></ul>© echo
    10. 10. Echo : 17 years of tracking Elections <ul><li>1993: analysed Prime Minister John Major’s image in the media </li></ul><ul><li>1994: Worked for Independent Electoral Commission to track the first democratic elections in South Africa </li></ul><ul><li>Tracked the 1997, 2001 & 2005 General Elections in the UK </li></ul><ul><li>2007: Monitored social media vs traditional media during Presidential Elections in France </li></ul><ul><li>2009: Supported the Business for Diplomatic Action in assessing the US image abroad ahead of Obama victory </li></ul><ul><li>2010: Integrated survey of electoral opinion and influence combined with media and social media coverage. </li></ul>© echo
    11. 11. 2 2010 UK General Election © echo
    12. 12. 2010 UK General Election <ul><li>The Obama effect </li></ul><ul><li>Leaders’ debates </li></ul><ul><li>The rise and rise of social media </li></ul><ul><li>Voter apathy </li></ul><ul><li>The recession </li></ul><ul><li>MPs’ expenses </li></ul><ul><li>Changing political landscape – UKiP, BNP etc </li></ul>© echo
    13. 13. © echo 184,396 Tweets 9.4 million 4.1 million 29 per second 142,795 Tweets 27 per second
    14. 14. © echo
    15. 15. ...what happened next <ul><li>LibDems leap up in the polls </li></ul><ul><li>Blip or something more long term....? </li></ul><ul><li>“ I agree with Nick” / #itsnickcleggsfault </li></ul><ul><li>Hung parliament / King maker </li></ul><ul><li>Print press go on the offensive against Nick Clegg – reactive rather than proactive </li></ul><ul><li>A test of Cameron’s credentials </li></ul><ul><li>Damage limitation for Brown </li></ul><ul><li>...change of tack for the second debate </li></ul>© echo
    16. 16. 3 The Research © echo
    17. 17. METHODOLOGY <ul><li>Media </li></ul><ul><li>Tracked and analysed 1.4 million items of press, radio and TV coverage </li></ul><ul><li>Social Media </li></ul><ul><li>Over 61,000 social media comments from 6 April 2010 </li></ul><ul><li>Electorate </li></ul><ul><li>Then we examined current impact through our nationwide telephone survey of representative sample of electorate among 1024 UK adults conducted 16 to 18 April </li></ul><ul><li>Objective </li></ul><ul><li>To consider likely outcomes by integrating the studies </li></ul>© echo
    18. 18. 4 Top Level Results © echo
    19. 19. © echo Source: Echo Sonar News and Social Media Coverage 6 th - 26 th April 2010 ___ ___ ___ Conservatives dominate news and social media ----- Social Media Online News ITV Debate SKY Debate Manifesto launches
    20. 20. Conservatives lead in setting agenda © echo Source: Echo Sonar News and Social Media Coverage 6 th - 26 th April 2010
    21. 21. BUT Conservatives attract most polarised coverage <ul><li>Labour has least support in media, LibDems have least criticism, Conservatives have highest of both </li></ul>Source: Echo Sonar News and Social Media 6 th - 26 th April 2010
    22. 22. TV leads all sources of influence Q: Which of the following sources of information do you refer to on the General Election, the candidates and issues? Echo Research Poll, Base 1024 adults nationwide 18 April 2010 Respondents
    23. 23. TV also tops list of most trusted sources Q: Which of these sources do you trust the most for providing reliable information? Echo Research Poll, Base 1024 adults nationwide 18 April 2010
    24. 24. BUT Labour Leader least favoured on TV Source: Echo Sonar News and Social Media 6 th - 26 th April 2010
    25. 25. 5 The Case for Social Media © echo
    26. 26. Online shows greatest increase as source for Election information <ul><li>Rapid growth of social media as a source of information points to its increasing importance </li></ul>© echo Voters Reporting Increase in Usage % Respondents Answering
    27. 27. It’s The Economy, Stupid – Social Media best reflection of voter concerns © echo Source: Echo Sonar News and Social Media 6 th - 26 th April 2010 % SOV
    28. 28. Conservatives have Edge in Shaping Social Media Agenda <ul><li>The Conservatives have dominant share of voice in UK social media , with over half of the issues included in the analysis being attributed to that party. </li></ul><ul><li>National media , including radio and TV, by comparison presents a significantly more balanced perspective with each party having stronger voice. </li></ul>© echo Share of Voice in Social Media Share of Voice in National Media Source: Echo Sonar News and Social Media 6 th - 26 th April 2010
    29. 29. © echo Facebook support for LibDems outstrips others With so many young and undecided voters, will this be the UK’s Facebook election?
    30. 30. Facebook friends <ul><li>Parties </li></ul><ul><li>Labour 31,379 </li></ul><ul><li>Conservatives 70,588 </li></ul><ul><li>Liberal Democrats 70,873 </li></ul><ul><li>Leaders </li></ul><ul><li>Gordon Brown N/A </li></ul><ul><li>David Cameron 31,511 </li></ul><ul><li>Nick Clegg 47,803 </li></ul>© echo
    31. 31. 6 So where does this leave us? © echo
    32. 32. Is TV losing elections for Labour? <ul><li>Labour is third party of choice: 20% Cons, 20% LibDem, 19% Labour balance being ‘other party’ or undecided </li></ul><ul><li>TV is most trusted and influential medium where Labour is rapidly losing ground </li></ul><ul><li>37% say that television is more important than the last election, especially among the 18-24 year olds </li></ul><ul><li>47% of the electorate are turning to the internet for their sources of information and 48% say that it is more important than in the last Elections in 2005 </li></ul><ul><li>More men turn to online content than women. </li></ul>© echo
    33. 33. Two-Horse Race Becomes Three Q: If the General Election were tomorrow, which party would you vote for? Echo Research Poll, Base 1024 adults nationwide 18 April 2010 % Respondents
    34. 34. What is the role of social media? <ul><li>Issues gaining greatest prominence on social media are more closely aligned with national sentiments than those in mainstream media </li></ul><ul><li>Social media ranks particularly highly among the young 18-24 year olds (42%), and more among males than females (23% vs. 16%) </li></ul><ul><li>To date, Conservatives appear to have a closer understanding of mood of the country and seem to be shaping election agenda…but not the most favourable profile </li></ul><ul><li>With up to a quarter undecided/no preference stated, getting people to vote via social media could hold key to election victory. </li></ul>© echo
    35. 35. So who wins? <ul><li>Leaders’ debates have reinforced the importance and trustworthiness of TV in an election campaign </li></ul><ul><li>Social media is being used like never before – Facebook and Twitter are good barometers of sentiment and key issues among the electorate </li></ul><ul><li>Voters will turn to web content and social media as a source of information – and that cannot be ignored </li></ul><ul><li>BUT – trust levels are low... so what is it’s role? Sharing content, motivating and galvanising opinion due to its two-way dialogue? </li></ul><ul><li>Social media is a key element to a successful campaign – but perhaps not the game-changer – yet </li></ul><ul><li>Where’s the value – parties finding out more about electorate or electorate finding out more about the parties? </li></ul><ul><li>...and what happens after the election? </li></ul>© echo
    36. 36. © echo
    37. 37. “ Nick Clegg donned the Obama change mantle - and stole the U.K.'s first televised campaign debate. There’s a new kid on the political block in Britain after today’s debate.” thedailybeast.com 16/4/10 “ While many can agree that Nick Clegg performed well. My question is this. Does he have the charisma, the authority and the personality to lead Great Britain? Would he look like Mr ordinary along side Barack Obama?” bbc.co.uk/blogs/nickrobinson/ 16/4/10 “ It was interesting to see Lib Dem leader Nick Clegg was the leader featuring highest in the twitter trending topics. It was also interesting to see “I agree with Nick” as a trending topic – not because everyone on twitter did agree with Nick, but because Gordon said the phrase a number of times.” blog.myspace.com/marcnobbs 16/4/10 ...if the Liberal Democrats are -- as they appear to be - on the edge of serious political power, it will be worth taking a closer look at what some of them actually believe. http://corner.nationalreview.com 22/4 Gordon Brown (Prime Minister) and Cameron tended to hear a keyword or phrase and then launch into an obviously prepared speech on the topic. http://technorati.com/ 20/4 “ While the stunned Conservative and Labour leaders no doubt hope this spike in popularity will fade in the coming weeks, the Lib Dems’ policies may well prove in tune with top priority popular issues” nakedcapitalism.com 19/4/10 “ Nick Clegg I think benefits from being the new kid on the block and with novelty comes curiosity. But also with novelty will come now increased scrutiny.” guardian.co.uk/politics/blog 19/4/10 Right now, on Twitter, there's a mad parody movement to blame everything in the world on Nick Clegg... Let’s see if that explodes anyone’s brains www.indecisionforever.com 23/4 The even bigger story is that Labour comes third but Gordon Brown still clings to the Premiership. And I'm not talking football. If that happened I can foresee marches on Downing Street. And I'll happily be at the front! iaindale.blogspot.com/ 24/4
    38. 38. Metrics : good starting point but.... © echo
    39. 39. © echo The Times, Peter Brook
    40. 40. © echo The Times, Morten Morland
    41. 41. © echo “ The even bigger story is that Labour comes third but Gordon Brown still clings to the Premiership. And I'm not talking football. If that happened I can foresee marches on Downing Street. And I'll happily be at the front!” iaindale.blogspot.com/ 24/4
    42. 42. © echo “ It was interesting to see Lib Dem leader Nick Clegg was the leader featuring highest in the twitter trending topics. It was also interesting to see “I agree with Nick” as a trending topic – not because everyone on twitter did agree with Nick, but because Gordon said the phrase a number of times.” blog.myspace.com/marcnobbs 16/4/10
    43. 43. © echo “ Right now, on Twitter, there's a mad parody movement to blame everything in the world on Nick Clegg... Let’s see if that explodes anyone’s brains” www.indecisionforever.com 23/4

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